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Combating Your Competition

Don’t let your competition take the upper hand. Be proactive – identify direct competitors, alternatives, and marketplace disruptors – so that you can determine where you ought to position yourself against your competition.

Competitors, Alternatives, and Disruptors are three forces that exist within every marketplace – all capable of either keeping you from entering the chosen door, or pushing you back out – to make your offering irrelevant to your prospect. In this Workshop you’ll explore: Who is your competition? How to they vie for your potential customers? How should you position yourself? What must you communicate to attack, defend, and defeat your competition?

The marketplace is a cutthroat environment in which competition is a very real – and very dangerous – aspect. Understanding the competition is a significant part of any go-to-market initiative. If you neglect to define your competition, you risk losing market share to them. Properly identifying your competition, however, can help you shape your marketing program to give you an advantage and attract more customers.

In this Workshop, you will learn a standardized approach for identifying and understanding the alternatives that your ideal customer perceives. You will learn how to leverage market research and how to communicate effectively to strategically position your company in the competitive landscape.

This is one of the three Context Workshops in the Value Prop Method.

Who Should Attend:

We recommend all Members engage in this workshop. Understanding your competition is a crucial step in developing a successful go-to-market initiative. This Workshop, along with the Customer and Market Workshops, establishes the context for your marketing program.


At the end of this Workshop you will know:

  • Your Direct Competitors, Alternatives, and Marketplace Disruptors.
  • Where your company should position itself in the competitive landscape.
  • The dangers of an Overlapping Value Proposition.
  • How small companies can leverage market research.
  • The Claims, Symbols, and Messages your company should use to communicate effectively.

You will also complete the Marketplace Matrix Worksheet and be prepared to communicate what you have learned with team members at your company.

Workshop Format:

As with all Value Prop Workshops, the Competition Workshop is a four-hour session limited to no more than fifteen Members to ensure a truly interactive and immersive experience. Also, as with all our Workshops, we ask you to come ready to “roll up your sleeves” and work on your most pressing initiative.

  • Participants receive a Workbook.
  • Participants will receive instruction as they update their Workbook with information pertaining to their real initiatives.
  • Participants will work with their peers in this session, discussing approaches for and receiving input on their initiatives.

Note: Participants are not expected to share any sensitive or confidential information but only that which they are comfortable sharing with a group of business peers.

Prerequisites and Tools:

You will receive the Competitive Matrix Worksheet via email upon registering for this Workshop. Please invest 20 minutes in reviewing the Worksheet before the Workshop.

This Workshop is led by one of these individuals:

Jose Palomino, Value Prop Interactive CEO

Karen Davis, Value Prop Interactive Chief Operating Officer

Matthew Gorman, Value Prop Interactive Director of Consulting

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